Tonglu County in Zhejiang province, eastern China, is redefining its tourism approach by integrating immersive experiences and infrastructure improvements to encourage longer visits and higher spending. Known for its scenic Fuchun River, the county is now adding interactive performers, water activities, and even roadside attractions to engage visitors more deeply.
A notable example is the "Turtle Immortal" character at the Chuiyun Tongtian River scenic area, played by 26-year-old opera performer Zhang Yunbin. Zhang, who speaks English and Russian, interacts with visitors on boat tours through limestone caves, improvising dialogues and posing for photos. This character, along with others inspired by Journey to the West, is part of a rotating cast of over 120 performers who engage travelers in short scenes, making the experience more participatory than a traditional tour.
The strategy extends beyond scenic areas. During the May Day holiday, the Tonglu service area on the G25 Expressway featured a large aquarium and mermaid performances, turning a routine rest stop into a destination. This attracted over 80,000 visitors per day, according to local authorities, and contributed to the county's 1.61 million visits during the holiday, a 13.2% increase year-over-year. Tourism revenue reached 958 million yuan (about $132 million), up 12.4%.
These initiatives are part of a broader effort to make Tonglu a year-round destination. The summer campaign "Water Play Kingdom: Tonglu Is Wild" promotes rafting, family activities, village stays, and outdoor recreation. The county is also preparing for international visitors by being selected as a provincial pilot for inbound-tourism innovation, with plans for multilingual signs and international payment options.
The shift from passive sightseeing to active engagement is central to Tonglu's strategy. By offering interactive storylines and unexpected attractions, the county aims to give visitors reasons to linger and explore, rather than just pass through. The results so far suggest that these efforts are paying off, as visitor numbers and revenue continue to grow.
For those planning a visit, Tonglu's rivers, caves, and hills remain the foundation of its appeal, but the new immersive elements add a layer of participation that sets it apart. Whether it's joking with a cave character or watching mermaids at a rest stop, the county is turning ordinary moments into memorable experiences, hoping to convert quick stops into longer stays and return visits.
